What LaPlaya Beach & Golf Resort does

LaPlaya Beach & Golf Resort is a 201-key boutique luxury beachfront resort located at 9891 Gulf Shore Drive in Naples, Florida, situated between the Gulf of Mexico and Vanderbilt Bay. Founded in 1968 (originally as LaPlaya Beach & Racquet Inn), the property is owned by Pebblebrook Hotel Trust (NYSE: PEB), which acquired it in May 2015 for $185.5M, and managed by Noble House Hotels & Resorts. The resort spans three accommodation buildings (Gulf Tower, Bay Tower, and Beach House) and integrates a private 18-hole Robert Cupp-designed par-72 golf course exclusive to guests and members, a full-service SpaTerre, four pools with luxury cabanas, private beach access with attendant service, and over 8,000 sq ft of meeting and event space including ballrooms and beach venues. Dining encompasses BALEEN Naples (a Wine Spectator Award of Excellence, Blue Zone-recognized beachfront restaurant), elements Bar, Tiki Bar & Grill, and in-room dining. The property completed a $60M+ comprehensive restoration in May 2024 following Hurricane Ian damage in September 2022.

The business operates across multiple revenue streams including accommodations with a mandatory $55/night resort fee, four F&B outlets, golf green fees and memberships, spa treatments, watersports and activities, corporate retreats, destination weddings, and a private membership club with beach, social, and golf tiers. Go-to-market is direct-to-consumer via the resort website and 800-number reservations, supplemented by a sales-led approach for corporate retreats (20-50 executives) and weddings, plus channel partnerships through Amex Fine Hotels & Resorts, Chase Luxury Hotel & Resort Collection, Virtuoso, Capital One Premier Collection, and Signature Travel Network to access affluent travelers. Customer segments span affluent couples, multi-generational families, corporate retreat planners, golf enthusiasts, destination wedding couples, and wellness travelers. The resort holds AAA Four-Diamond designation (2025), Florida Green Lodging THREE PALM, EPA ENERGY STAR, and TripAdvisor GreenLeader Bronze certifications.

Operations are anchored by leadership including General Manager Gregg Harper, Area Director of Sales & Marketing Marina Serret (overseeing both LaPlaya and sister property Inn on Fifth), and Executive Chef John Beriker of BALEEN. Distribution relies on earned media coverage in luxury travel publications (Travel + Leisure, Condé Nast Traveler, U.S. News & World Report, TripAdvisor) and a curated travel advisor ecosystem rather than OTAs. The property has approximately 72 listed employees in management/administration, with broader operational staffing typical of a luxury resort of this scale.

Name

LaPlaya Beach & Golf Resort

Legal name

LaPlaya Beach & Golf Resort

Website

https://laplayaresort.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

51–100 employees

Short description

LaPlaya Beach & Golf Resort is a 201-key boutique luxury beachfront resort in Naples, Florida, offering private beach access, an 18-hole championship golf course, full-service spa, and award-winning dining for affluent leisure, corporate retreat, wedding, and golf enthusiast guests.

Ownership category

akta.pro rank

Product category

Luxury Beachfront Resort & Hospitality

NAICS

Hotels (except Casino Hotels) and Motels (72111), Food Services and Drinking Places (722), Golf Courses and Country Clubs (713910)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Beachfront & Island Luxury Resorts (THAGACAA)

akta.pro secondary industries

Beachfront & Coastal Full-Service Hotels (THAGAAAI), Luxury Golf Resorts (THAGACAH), Destination Spa Resorts (THAGAMAA)

Keywords

• Luxury beachfront resort
• Hospitality accommodation
• Championship golf club
• Full-service spa
• Destination weddings

Headquarters

HQ city

Naples, Florida

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Accommodations: Room bookings across 193 guest rooms and 8 suites across Gulf Tower, Bay Tower, and Beach House. Revenue generated through nightly room rates plus mandatory $55/night resort fee.
2. Dining: Multiple dining venues including BALEEN Naples (beachfront fine dining), elements Bar (cocktails/snacks), Tiki Bar & Grill (casual beachside), and in-room dining. Generates revenue through food and beverage sales.
3. Golf: 18-hole Robert Cupp-designed golf course exclusively for hotel guests and club members. Revenue from green fees and golf club memberships (beach, social, golf tiers).
4. Spa & Wellness: SpaTerre full-service spa offering massages, body treatments, facials, and nail services. Revenue from treatment bookings.
5. Events & Weddings: Corporate retreats, meetings, and weddings across 8,000+ sq ft of flexible indoor/outdoor venues including Vanderbilt Ballroom, Bayview Ballroom, beach, and poolside settings.
6. Watersports & Activities: Jet ski, paddleboard, and sea kayak rentals; guided pontoon boat excursions; private fishing charters; Zybra electric-assist bike rentals.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core offering

LaPlaya Beach & Golf Resort is a boutique luxury beachfront property in Naples, Florida offering 193 guest rooms and 8 suites with toes-in-sand beach access, an 18-hole Robert Cupp-designed private golf course, the full-service SpaTerre spa, four dining venues led by the signature BALEEN Naples restaurant, and over 8,000 sq ft of meeting and event space. Revenue is generated primarily through nightly room rates plus a mandatory $55/night resort amenity fee, supplemented by food and beverage, golf, spa, wedding/event, and watersports revenue.

Product overview

LaPlaya Beach & Golf Resort is a 193-room boutique luxury beachfront resort offering an integrated hospitality experience combining private beach access, championship golf, full-service spa, and award-winning dining. The property spans three accommodation buildings (Gulf Tower, Bay Tower, Beach House) with various room configurations. Dining options include BALEEN Naples (signature beachfront restaurant), elements Bar, Tiki Bar & Grill, and in-room dining. Recreational amenities include an 18-hole Robert Cupp-designed golf course, four pools, private beach, SpaTerre spa, and fitness center. The resort also offers meeting and event spaces totaling over 8,000 sq ft and operates a private membership club with beach, social, and golf tiers.

Differentiator

Problem solved

Functional benefit

Brands

• BALEEN Naples: Signature beachfront restaurant featuring Gulf-to-table cuisine with toes-in-sand seating and Wine Spectator Award-winning wine list
• SpaTerre
• LaPlaya Golf Club
• LaPlaya Beach & Golf Club
• elements Bar
• Tiki Bar & Grill

Products and services

• Guest Rooms and Suites 193 guest rooms and 8 suites across three buildings (Gulf Tower with Gulf views, Bay Tower with Vanderbilt Bay views, and Beach House ground-level lanai rooms), all with water views and private balconies/patios. Booked nightly with a mandatory $55/night resort amenity fee.
• BALEEN Naples Restaurant Signature beachfront fine-dining restaurant offering Gulf-to-table cuisine with toes-in-sand outdoor seating and Gulf sunset views; Blue Zone recognized and Wine Spectator Award of Excellence recipient; serves breakfast, lunch, Sunday brunch, and dinner daily with private beach dinner experiences.
• SpaTerre Naples Full-service resort spa on the 3rd floor of Bay Tower offering massages, body treatments, facials, and nail services, open Tue-Sat 9am-5pm. Advance appointments via 239-598-5117.
• LaPlaya Golf Club 18-hole Robert Cupp-designed par-72 links golf course exclusive to hotel guests and club members, with on-site pro shop, clubhouse, and tee times booked in 10-minute intervals. Contact (239) 431-9330.
• Meetings and Corporate Events Over 8,000 sq ft of flexible indoor and outdoor event space including Vanderbilt Ballroom, Bayview Ballroom, beach, poolside, and garden venues for executive retreats and corporate meetings of 20-50 attendees. Dedicated events team at 239-598-5700.
• Wedding Services Beachfront and bayfront wedding venues including Vanderbilt Ballroom, Bayview Ballroom, Gulf Lawn, South Beach, and a private dining room, supported by an award-winning events team (WeddingWire 4.8/5, 97% recommendation rate). Recognized by Travel + Leisure in 2025 World's Best Beach Hotels to Get Married At.
• LaPlaya Private Club Membership Private membership club offering beach, social, and golf membership tiers with access to private beach, golf course, poolside cabanas, members-only dining, and complimentary valet parking. Inquiries via [email protected] or (239) 254-5002.
• Watersports and Activities Jet ski, paddleboard, and sea kayak rentals, guided pontoon boat excursions, private fishing charters, Zybra electric-assist bike rentals, and organized beach and pool activities.

Quantifiable outcome

• 21% reduction in annual water usage through water-saving systems, WaterSense fixtures, and faucet control valves
• +2 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Noble House Hotels & ResortscoreOthersPrivately held hospitality management company headquartered in Seattle, WA, founded in 1979. Manages LaPlaya and 14 other luxury/upscale properties across the U.S. Philosophy emphasizes 'location, distinction and soul.' Operates 43 hotel restaurants, bars and lounges.
• Curator Hotels & ResortsminorGTM or Marketing PartnerIndependent hotel collection providing member properties with marketing and distribution support.
• American Express Fine Hotels & ResortscoreGTM or Marketing PartnerPremium American Express hotel program providing guests with booking benefits such as upgrades, resort credits, early check-in, and late check-out.
• Chase Luxury Hotel & Resort CollectioncoreGTM or Marketing PartnerChase travel portal program providing booking benefits and upgrades for Chase cardmembers.
• VirtuosocoreGTM or Marketing PartnerGlobal luxury travel network connecting travelers with premier travel advisors who provide booking benefits and curated experiences.
• Capital One Premier CollectionminorGTM or Marketing PartnerCapital One travel portal program providing booking benefits for Capital One cardmembers.
• Ocean HabitatsminorStrategic or Co-development PartnerPartnership for six artificial mini-reefs at marina, each filtering 30,000 gallons per year and supporting approximately 500 fish, shrimp, and crabs per unit per year.
• Conservancy of Southwest FloridaminorStrategic or Co-development PartnerSea Turtle Conservancy partnership for environmental conservation initiatives.
• BabyQuipminorStrategic or Co-development PartnerPartnership for delivering cribs, strollers, and pack-n-plays to guest rooms for families with young children.
• Inn on FifthminorStrategic or Co-development PartnerSister property in downtown Naples managed by Noble House Hotels & Resorts. Referral program during LaPlaya's phased reopening.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Regional players

• The Ritz-Carlton, Sarasota: Florida Gulf Coast luxury beachfront resort; comparable on full-service amenities and luxury leisure positioning though located in a different submarket.
• JW Marriott Marco Island Beach Resort: Larger Southwest Florida Gulf-front resort competing for the same regional group, wedding, and leisure demand pool though not in Naples proper.
• The St. Regis Longboat Key Resort: Newly opened Florida Gulf Coast ultra-luxury resort that intensifies competitive pressure on established Naples properties for high-end group and leisure demand.
• Hyatt Regency Coconut Point Resort & Spa: Bonita Springs / SW Florida full-service resort competing for similar affluent family, golf, and corporate retreat demand within driving distance of Naples.
• The Henderson (Saltaire Hotels): SW Florida luxury beachfront property with comparable resort amenity set; competes for the same regional destination leisure and wellness traveler.

Direct peers

• The Ritz-Carlton, Naples: Luxury beachfront resort in the same Naples, FL market competing for the same affluent leisure, golf, and group clientele. Most direct comparable for ADR, amenities, and competitive set dynamics.
• Naples Beach Hotel & Golf Club: Closest same-market competitor combining beachfront lodging with an on-site golf course. Competes head-to-head for golf-inclusive and family leisure stays in Naples.
• Four Seasons Resort Naples: Ultra-luxury Naples beachfront competitor overlapping in golf, spa, family, and corporate retreat segments. Represents the high-end of the Naples comp set LaPlaya benchmarks against.
• Inn on Fifth: Sister Noble House property in downtown Naples; referral partner and cross-sell channel. Directly comparable on management philosophy and overlapping Naples guest base.

Broad incumbents

• The Don CeSar (Pebblebrook): Sibling Pebblebrook Hotel Trust asset on Florida's Gulf Coast. Comparable because it shares ownership and operating philosophy with LaPlaya and is a likely internal capital competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LaPlayaBeachResort
• Instagraminstagram.com/laplayanaples
• LinkedInlinkedin.com/company/laplaya-beach-golf-resort

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LaPlaya Beach & Golf Resort